NIKE AIR JORDAN x Howard University
Jordan Brand has become the official sports sponsor of Howard University as of August 2022. This 20-year partnership between the two is founded on a legacy of excellence and a vision for Black futures. Their goal is to amplify the influence of HBCUs on collegiate sport and their continued impact on culture globally.
Utilizing the extensive collection of yearbooks available in the university libraries as a reference point, we developed a visual language that conveyed the ethos of the Jordan x Howard partnership; “Leveraging the past, celebrating the present and building the future.”
We then captured portraits of students who embody the essence of Howard University, including cheerleaders, athletes, academics, and members of its storied Greek allegiances—coming together in an ode to their alma mater, in this historic moment.
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The campaign is a celebration of Black excellence, the vibrant student experience, and a waking dream for a future that amplifies the culture of champions.
Credits
Director
Xavier Scott Marshall
Photographer
Ashley Pena
Art Director
Jade Carter
Production
Passerine
Post Production
Equator